MISSION & VISION STATEMENT

WHAT IS A MISSION STATEMENT OR VISION STATEMENT? 

Mission and vision statements are carefully chosen words to create a concise message that conveys the direction of an organization. By creating a clear mission or vision statement, an organization can powerfully communicate its intentions and motivate itself towards a common vision for the future. 

WHAT IS THE DIFFERENCE BETWEEN A MISSION AND VISION STATEMENT? 

A mission statement defines the organization’s purpose and primary objectives. Its main objective is to define the key measure or measures of the organization’s success. Typically the target audience of a mission statement is geared towards the stockholders of the organization (for more information on target audiences, see the next section called, “Target Audiences”). 

Creating a mission or vision is an essential part of a business. Deciding on whether a mission statement or a vision statement is best to use depends on what an organization wants. Typically nonprofit organizations use vision statements as compared to mission statements, whereas for-profit organizations use mission statements as compared to vision statements. However, mission and vision statements can also be used simultaneously for any organization.

Vision statements also define the organization’s purpose but they do so in terms of the organization’s values. The values of the organization become the guiding beliefs of how things in the organization should be done. This gives direction to employees about how they are expected to behave and inspires them to give their best. For customers, it shapes their understanding of why they should work with and support the organization. 

HOW ARE MISSION STATEMENTS CREATED? 

  1. Identify the main idea of the organization. This is what will make the organization stand out from the competitors. Customers are more willing to support an organization that has a strong and clear idea. 

  2. Identify the key measures of the organization’s success. Make sure to choose the most important measures and not too many of them.

  3. Combine the main idea with the measures of success into a tangible and measurable goal. 

  4. Refine the words until you have a concise and precise statement of the mission, which expresses the ideas, measures, and desired results. 

HOW ARE VISION STATEMENTS CREATED? 

  1. Identify the organization’s mission and then uncover the real, human value in the mission. 

  2. Identify what the customers and other stakeholders will value most about how the organization will achieve the mission. Instill these into the values that the organization has or should have. 

  3. Combine the mission and values and polish the words until a vision statement is inspiring enough to energize and motivate people inside and outside the organization.